Scared to submit?

March 25, 2013

You’re sending a campaign to a large section of your database and your directors have asked to be on the list to receive a copy. You know there’s nothing to worry about. You’re sure you’ve tested everything. Your boss has signed off the copy and the design. So why does your finger still hover over the submit button?

Submit-button nerves are common – and it’s hardly surprising. Mistakes might not necessarily incur the same financial costs as those made on a print run, but once an email’s on its way, there’s no going back. If you’ve got something wrong, it will be seen by thousands (including those directors) within seconds.

In the circumstances, then, perhaps nerves aren’t such a bad thing. In fact, if you’re too relaxed, chances are you won’t check as carefully as you should, leaving yourself open to missing something vital. Being nervous shows you care. But on the other hand, when you get nervous, you don’t always think clearly...

When in doubt, create a checklist. What’s on yours will depend on your internal processes but here are a few basics to get you started:

1. Data has been uploaded correctly. First names are in the first name field, last names are in the last name field, email addresses are in the email address field. You get the idea. 2. Content has been checked by ALL the relevant people. And proofread by the office pedant. 3. Links have been checked. 4. Test emails have been sent to colleagues not directly involved in the campaign. 5. Colleagues have actually looked at the test emails and got back to you. 6. 3 and 4 have been repeated using different browsers and devices or your ESP’s inbox preview tool. 7. Personalisation details have been checked. 8. Personalisation fields are picking up data from correct records. 9. Test batch has been sent. 10. Test batch results have been checked. 11. The world hasn’t ended.

Print the checklist out. Then tick off each item as you go along. Confidently, with a nice big red pen.